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Mr Russell, whose label XL represents chart-topper Adele, suggested the 23-year-old could change attitudes because she focuses on music instead of sexuality.

He told the Guardian: ‘The whole message with [Adele] is that it’s just music, it’s just really good music.

Inappropriate attire? Rihanna and Britney Spears dressed in bondage gear while singing S&M at the 2011 Billboard Music Awards last week

Children friendly? Their on stage kiss sparked complaints from The Parents Television Council, who thought it was inappropriate for younger audiences

‘There are no gimmicks, no selling of sexuality … What a great thing, how amazing.’

He said both young girls and music bosses would take note of her success, adding: ‘It’s going to make them rethink what they should be doing.’

Mr Russell admitted the ‘faux porn’ of some artists’ videos left him feeling ‘a bit queasy’. He said: ‘It’s just so boring, crass and unoriginal.’ Rihanna, 23, has faced particularly fierce criticism over the explicit nature of some of her songs and performances.

Her track S&M includes the lyric: ‘Sticks and stones may break my bones but chains and whips excite me.’

Music or image? Adele says that a sexualised image doesn't go with her music, while Rihanna plays up to her feminine prowess

And at the Billboard Music Awards in
Las Vegas earlier this month the Bajan singer kissed Britney Spears on
stage as the pair performed the song while chained together in bondage
gear.

The Parents Television Council said
the ‘overtly sexualised performance’, which was broadcast to an audience
of millions, was totally unsuitable for children.

Meanwhile, Adele, from Tottenham,
North London, has said that ‘even if I had Rihanna’s body, I’d still be
making the music I make’, and stressed her records and a sexually
suggestive image ‘don’t go together’.

Adele’s second album, 21, spent 11
consecutive weeks at number one in the UK – the most ever by a female
solo artist – and also topped the U.S. chart.

Shocking: Record executive Richard Russell said he felt 'queasy' over some female music artists today

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Adele record boss slams rise of 'faux porn' music after being shocked by Rihanna-type bondage themes